1 Report on Research to Support Bruce Brand ProjectPrepared by Terry Green, President – Insights January 14, 2016

2 1 Background, Objectives and Methodology 2 Summary Table Of Contents 1 Background, Objectives and Methodology 4 2 Summary 8 3 Detailed Results of Quantitative Survey 11 Awareness, Familiarity and Overall Impressions of Bruce County Visitation to Bruce County by Those Who Had Familiarity Evaluation of Bruce County Perceived Suitability of Bruce County as a Place to Live and Work Perceived Strengths and Concerns Reaction to Concept Statements Describing Bruce County 12 20 25 35 39 45 4 Input from Community Meetings 48 Themes from Community Discussions Personality of Bruce County Living in Bruce County Brainstorming the New Bruce Brand 49 52 53 54 5 Appendices 57 Part 1: Review of Existing Reports and Studies List of Resources Utilized Part 2: Quantitative Survey of Ontario Residents Questionnaire Profile of Respondents Weighting of the Data Verbatim Responses to Open Ended Questions January 14, 2016 Bruce Brand Project

3 1 background, objectives and methodologyJanuary 14, 2016 Bruce Brand Project

4 APPLICATION OF THE NEW BRANDBackground NEW BRUCE BRAND The County of Bruce has engaged Tenzing to assist in development of a new Bruce brand. In turn, Insights is providing the research component of the branding project. THE BRANDING PROJECT The County is seeking … a new Bruce brand that best defines and communicates its unique positioning to its target audiences. These audiences include existing and future residents, visitors, existing and new business owners, and the Corporation itself. APPLICATION OF THE NEW BRAND The County intends that … the new Bruce brand will form the basis for a unified voice across all Corporate functions in addition to raising the County’s profile as a viable place to live, visit and to build a business. ROLE OF RESEARCH The goal of the research was to determine how Bruce County is currently known, and to identify strengths and attributes that can be leveraged when developing the new brand, to ensure that it is credible and motivational. January 14, 2016 Bruce Brand Project

5 Objectives A THREE PART RESEARCH PROCESS PART 1OBJECTIVES FOR PART 1 To leverage existing learning and avoid duplication of effort, particularly in addressing tourism (as this was the focus of most of the resources); see Appendix for list of reports and studies that were reviewed Note that Part 1 was primarily used to inform questionnaire design for Part 2; no specific deliverables but some limited references in this report as relevant PART 1 REVIEWING EXISTING REPORTS AND STUDIES OBJECTIVES FOR PART 2 To learn, from the key target audience of Ontario residents: awareness, familiarity (including incidence of first hand experience through visiting) and impressions of Bruce County evaluation of Bruce County on a variety of dimensions, including perceived suitability as a place to live and work unaided perceptions of strengths and concerns for Bruce County reaction to preliminary concept statements describing the County PART 2 QUANTITATIVE SURVEY OF ONTARIO RESIDENTS OBJECTIVES FOR PART 3 To involve the community in the branding project by sharing objectives and process, clarifying expectations and seeking input regarding: the personality of Bruce County, including strengths, shortcomings, and areas of uniqueness perceptions of what makes the County attractive for residents, businesses and visitors PART 3 QUALITATIVE RESEARCH WITH STAKEHOLDERS & RESIDENTS January 14, 2016 Bruce Brand Project

6 Methodology PART 2: QUANTITATIVE SURVEY OF ONTARIO RESIDENTS PART 3: QUALITATIVE RESEARCH WITH STAKEHOLDERS AND RESIDENTS telephone survey of 505 adults living in all parts of Ontario excepting the far north (see Appendix for profile of respondents) quotas by region, age and gender; data weighted by these variables to ensure accurate reflection of the population (see Appendix for full details) … and results can be extrapolated within a range of + or – 3.7% at worst, with a 95% level of confidence questionnaire included as an Appendix; incidence of 52% and average length of 16.2 minutes survey in field November 23 to December 6, 2015 full tabulation of results with crosstabs provided separately, verbatim responses to open ended questions appended meetings facilitated by Terry Green of Insights, with participation of Gary Lintern of Tenzing, as follows. all recruiting done by County staff, and two staff attended as notetakers meeting consisted of a brief presentation outlining the branding process, group discussion, and idea generation by small teams with the group Timing Group # participating November 30, 2015 (Museum: Southampton) 2 – 4:30 pm 7 – 9:30 pm December 1, 2015 (Walkerton Administration Bldg) 9:30 – noon 1 – 3:30 pm Civic leaders Citizens Council Directors & staff 12 8 10 January 14, 2016 Bruce Brand Project

7 2 summary January 14, 2016 Bruce Brand Project

8 Summary WORKING FROM A POSITION OF STRENGTHThe new Bruce brand is being created from a position of strength. Today, Bruce County is well known and positively regarded by Ontario residents; 85% had heard of the area, and 81% of these people had a positive impression while the balance were simply neutral. Moreover, those who had visited were typically positive about their experiences and expressed high likelihood of returning. However, only 15% of the total sample felt that they had high familiarity with Bruce County, and 65% indicated that they were aware of the County and had at least some familiarity (scores of >1 where 1=low) … reinforcing the need for communications. WHAT BRUCE COUNTY IS KNOWN FOR TODAY The identity of Bruce County, and its most unique strength, revolved around the spectacular natural landscape: its scenic beauty and myriad of easily accessible outdoor recreational opportunities were almost iconic. This was seen by community members as a key driver for all who come to the County. The County was also seen as a traditional, friendly rural area with strong community and family values: a place where life was less hectic and stressful. When it came to fulfilling the needs that they considered most important when choosing a place to live, however, there was a bit of a disconnect; ~40% of those with at least some familiarity were not convinced that the Bruce would deliver on health care, affordability, easy accessibility, and work:life balance. To some extent, this reflects the low to moderate familiarity and is a communication challenge. January 14, 2016 Bruce Brand Project

9 Summary PERCEIVED SUITABILITY FOR LIVING, WORKING AND VISITINGThrough the survey of Ontarians, Bruce County was endorsed most strongly as a vacation destination, secondly as a place to live, and relatively least enthusiastically as a place to work or have a business – an assessment that was reinforced through the community meetings. Tourism was clearly a success story. The majority of those in the survey who were aware of the County had visited in the past five years, and their satisfaction and high likelihood of returning were consistent with past visitor research. Beyond Bruce Power, which was a significant employer, and seasonal employment, availability of jobs and favourable opportunities for establishing businesses were seen as limited … a barrier to attracting new permanent residents. As a place to live, the County was perceived as most suitable for those raising a family, and for empty nesters … and was challenged in appealing to young adults. Looking ahead, however, the community prioritized attracting younger residents to ensure sustainability of the area; those who had grown up in The Bruce or another rural area, and who have started their families, were seen as the most likely targets, as they know and appreciate the benefits of living outside the city. January 14, 2016 Bruce Brand Project

10 Summary IMPLICATIONS FOR THE NEW BRUCE BRANDResidents pointed out that there were distinct differences across the County – not only geographically, but in terms of the range of possible experiences, groups of residents, and economic health. While this variety translates into a unique strength, particularly for tourism and secondarily for those living in the area, it adds a layer of difficulty to creating a brand identity. When developing the new Bruce brand, there is logic in leveraging the positive awareness of the natural environment and active outdoor lifestyle for which Bruce is already recognized. The brand concepts that were tested, and most of the ideas that the community brainstormed, were built on this foundation. Other elements that defined the Bruce personality, and which could contribute to the brand with credibility, included community, simplicity, rural / agriculture, environmentally friendly, and water. Among the brand concepts that were tested, the one that directly focused on living close to nature (living in an active outdoor oriented community with easy access to a unique and appealing blend of …) had very high credibility but was strongly appealing to only ~40%. When parlayed into a statement that highlighted simplifying life, nearly 60% found this concept appealing … but credibility was slightly lower. The proposed brand concept that presented rural, local living resonated less strongly than the notion of simplifying life, but had similar credibility. The community brainstorming resulted in ideas that related to the natural environment and lifestyle, with one notable exception. This idea linked nature, energy and agriculture to present Bruce County as environmentally forward: a leader in climate change. January 14, 2016 Bruce Brand Project

11 3 detailed results OF QUANTITATIVE SURVEYAwareness, Familiarity and Overall Impressions of Bruce County Visitation to Bruce County by Those Who Had Familiarity Evaluation of Bruce County Perceived Suitability of Bruce County as a Place to Live and Work Perceived Strengths and Concerns Reaction to Concept Statements Describing Bruce County January 14, 2016 Bruce Brand Project

12 Awareness, Familiarity and Overall Impressions of Bruce CountySpontaneous Awareness vs. Other Counties Awareness of Specific Places in Bruce County Total Awareness Familiarity Overall Impression Image January 14, 2016 Bruce Brand Project

13 Awareness, Familiarity and Overall Impressions of Bruce CountyOntario residents had high awareness and positive impressions of Bruce County, although only a minority felt that their level of familiarity was high. The County was seen as a friendly, traditional , rural area that was unique and, for many, exciting. Ontario Residents (excepting the far north) Not aware of Bruce County 15% Awareness, familiarity and positive impressions were relatively highest among those living in the Bruce and near North, followed by residents of SW Ontario … and tended to increase with age. Aware of Bruce County 85% No familiarity whatsoever 19% at least some familiarity* 65% 81% positive impressions, NO NEGATIVE VIEWS! 19% neutral … * Those with at least some familiarity were aware of the County and gave a score of >1 when asked to rate their own familiarity on a scale where 1=low January 14, 2016 Bruce Brand Project

14 Spontaneous Awareness of Bruce vs. Other Counties% Who Indicated They Had Heard of County in Question Base: All respondents: n=505 QB1: I am going to read the names of a few counties in Ontario. Please tell me whether or not you had heard of each one, before I mentioned it. January 14, 2016 Bruce Brand Project

15 Awareness of Specific Places in Bruce County% Who Had Heard of / Ever Visited Selected Places in Bruce County % AWARE PAST RESEARCH The 2012 Bruce County Visitor Analysis (Longwoods) showed awareness among visitors as follows … 42% said that they were surprised to learn that all of these places were in Bruce County 76% 73% 71% 70% 68% 64% 56% 29% 21% Visited Aware Not visited Base: All respondents: n=505 Q3a I am going to read a number of place names. For each, please tell me if you have heard of it and, if so, whether or not you have visited it. January 14, 2016 Bruce Brand Project

16 Total Awareness of Bruce CountyDetermination of Awareness The following questions were used to understand how many respondents were aware of Bruce County – either spontaneously (said yes when asked if they had heard of it) – or when prompted with a description or told of places located in the County. Spontaneously aware …….. 69% Had you heard of Bruce County before I mentioned it? Aided by description ………. 11% You mentioned that you had not heard of Bruce County. It is sometimes simply called The Bruce, and is located northwest of Toronto or straight north of London, Ontario. The western edge of the County follows along the Lake Huron shoreline and the most northerly part of the County is the Bruce Peninsula, which extends into Georgian Bay. Aided by having heard of places in Bruce County ….. 5% I know that you said you were not aware of The Bruce. Now that you know some of the places that are located in the County, however, would you say that you actually were aware of Bruce County? Total awareness………… % + = Total Awareness of Bruce County Spontaneous + Aided Awareness of Bruce County for Sub-Groups REGION AGE Bruce GTA SW ON Near North Eastern ON 18-34 35-54 55-64 % Aware 100% 85% 91% 71% 72% 87% 90% relatively lowest awareness in Eastern ON followed by the GTA awareness increased with age Base: All respondents: n=505 January 14, 2016 Bruce Brand Project

17 Familiarity with Bruce CountyAVERAGE FAMILIARITY SCORE 3.6 (on 10) % WITH AT LEAST SOME FAMILIARITY 65% 15% high or very high familiarity Highest familiarity very high (9,10) high (7, 8) moderate (5, 6) low (2, 3, 4) completely unfamiliar (1) not aware of Bruce County 49% low to moderate familiarity 35% completely unfamiliar No familiarity Later in the survey, these respondents were not asked to evaluate Bruce County Average Familiarity Scores for Sub-Groups REGION AGE Bruce GTA SW ON Near North Eastern ON 18-34 35-54 55-64 Average score (on 10) 8.2 3.6 3.9 5.9 2.5 2.4 4.1 As with awareness, perceived familiarity was relatively lowest in Eastern ON, followed by the GTA … and increased with age Base: All respondents – those who were unsure: n=503 QB5: On a scale from 1 to 10, where 1 is not at all familiar and 10 is very familiar, how familiar would you say that you are with Bruce County? January 14, 2016 Bruce Brand Project

18 Overall Impression of Bruce CountyImpression Among Those With at Least Some Familiarity With Bruce County Positive very positive somewhat positive neutral somewhat negative 81% had positive impressions! Negative % with Positive Scores by Sub-Group REGION AGE VISITATION (by those familiar) Bruce GTA SW ON Near North Eastern ON 18-34 35-54 55-64 past 5 years longer ago never % positive 91% 79% 87% 83% 72% 66% 84% 89% 50% Impressions were relatively least positive in Eastern Ontario, followed by the GTA … and among the youngest age cohort. Positive impressions increased with recency of visiting Base: Those with at least some familiarity with Bruce County (aware and familiarity score >1): n=370 QC2a: In general, is your impression of Bruce County: January 14, 2016 Bruce Brand Project

19 Choice of Descriptors for Bruce CountyImage of Bruce County Choice of Descriptors for Bruce County Read as: 92% felt that ‘friendly’ best represented Bruce County, 1% selected ‘unsociable’ and 7% felt that neither word was a good fit Unsociable Urban Ordinary Progressive Boring Struggling Cosmopolitan Friendly Rural Unique Traditional Exciting Affluent Unsophisticated Overall, Bruce County was seen as a friendly, traditional, rural area that was unique and, for many, exciting. Base: Those with at least some familiarity with Bruce County (aware and familiarity score >1): n=370 QD3: I am going to read a pair of words and I would like you to tell me which one better fits with what you know of Bruce County. January 14, 2016 Bruce Brand Project

20 Visitation to Bruce County by Those Who Had FamiliarityPast Visitation Future Likelihood of Visiting January 14, 2016 Bruce Brand Project

21 Visitation to Bruce County by Those With FamiliarityThose who had at least some familiarity with Bruce County had high levels of past five year visitation, enjoyment of their most recent trip and likelihood of returning. Those with at least some familiarity with Bruce County Never visited 8% 36% likely to visit in future Visited >5 years ago 25% Visited during past 5 years 68% 86% likely to visit again in future 91% enjoyed their visit a lot (high or very high scores) and none gave poor scores Those from the near North and SW ON were more likely to have visited, followed by GTA residents … with those from Eastern Ontario least likely. Incidence of visiting peaked in the age group. January 14, 2016 Bruce Brand Project

22 Past Visitation to Bruce CountyRecency of Travel to Bruce County, Among Those Who Had at Least Some Familiarity With the County Visitation Among Those With Familiarity for Sub-Group REGION AGE Bruce GTA SW ON Near North Eastern ON 18-34 35-54 55-64 % visited past 5 years NA 65% 77% 86% 47% 66% 73% 58% VISITED WITHIN PAST 5 YEARS 68% Most Recent Near north and SW ON residents were most likely to have visited, followed by GTA … with Eastern ON trailing. The older respondents were least likely to have visited recently. Within the past: 1 year 2 years 3-5 years longer ago never / unsure PAST RESEARCH The 2012 Bruce County Visitor Analysis (Longwoods) says that: The top source of visitors to Bruce County is Southwestern Ontario, which accounts for almost half of visitors, followed by the GTA, which provides 3 in 10 visitors. Base: For recency of travel, those who do not live in Bruce County but who had at least some familiarity with it (aware and familiarity score >1): n=293 QB6: Was your most recent trip to Bruce County within the past …. January 14, 2016 Bruce Brand Project

23 Past Visitation to Bruce CountyReason for Most Recent Trip, Among Those Who Had Visited the Bruce Within the Past Five Years Extent to Which Most Recent Trip Was Enjoyed AVERAGE SCORE 8.2 on 10 Mid range scores (5, 6) Visit people Very high scores (9,10) Business Pleasure High scores (7,8) PAST RESEARCH 2013 Consumer Insight Research for Bruce / Grey / Simcoe (TNS) showed a high degree of satisfaction with their trip among Ontario visitors (average score of 8.7 on 10) Base: Those who are aware and had at least some familiarity with Bruce County (aware and familiarity score >1) and who had visited within the past 5 years: n=196 QB7: What was the main reason for your most recent trip to the Bruce? Was it … QB8: Using a scale of 1 to 10 where 1 means ‘not at all’ and 10 means ‘very much so’, please rate the extent to which you enjoyed the Bruce. January 14, 2016 Bruce Brand Project

24 Future Likelihood of Visiting Bruce CountyLikelihood of Visiting the Bruce in Future, Among Those Who Had at Least Some Familiarity With the County PAST RESEARCH The 2012 Bruce County Visitor Analysis (Longwoods) indicated a high likelihood of repeat visitation : Interest in returning to the region is especially high among visitors to Bruce County, which suggests a very substantial level of satisfaction … 74% of those who have visited this county indicate that they are planning to come again. AVERAGE SCORE ON 10 7.4 8.4 5.4 Those who had visited recently were much more likely to anticipate visiting in future. scores of: low likelihood high likelihood Base: For recency of travel, those who do not live in Bruce County but who had at least some familiarity with it (aware and familiarity score >1): n=293 in total (199 past 5 year visitors + 94 who had not visited in past 5 years) QB9: Using a scale of 1 to 10 where 1 means ‘not at all’ and 10 means ‘very much so’, please indicate how likely you are to visit the Bruce in the future. January 14, 2016 Bruce Brand Project

25 Evaluation of Bruce CountyThe Attributes Perceived Importance of Attributes Credibility of Attributes Applying to Bruce County Importance vs. Credibility of Attributes January 14, 2016 Bruce Brand Project

26 The Attributes Means of Evaluating Importance and Credibility of Various Attributes Factor As described for importance rating As described for credibility rating Affordable Relatively affordable housing and cost of living SAME Safe Safe neighbourhoods Scenery Impressive scenery and landscapes Dining/ theatre Opportunities for fine dining, theatre and the like Work:life balance Place where it is possible to have a better work: life balance Community feel Place with a strong community feel Family oriented Local / rural Easy access to local producers and a rural lifestyle Healthy Healthy place to live Green living Place where green or environmentally conscious living is easier Lots to see and do Health care Education Shopping Like minded people Meeting like-minded people Accessibility Being able to get around easily to the places you want to go Credibility question I am going to read a number of statements and I would like you to tell me the extent to which you feel each describes Bruce County. Please use our scale of 1 to 10, where 1 means 'not at all' and 10 means 'very much so'. Credibility question for residents: This next question also uses a scale of 1 to 10, where 1 means ‘not at all’ and 10 means ‘very much so’. As a resident of Bruce County, please tell me the extent do you feel that your needs are being met when it comes to … for non-residents: I would like you to imagine for a moment that you live in Bruce County. Please tell me the extent do you feel that your needs would be met … Importance question I would like to start by learning what would be important to you if you were considering moving to a new community. Using a scale of 1 to 10, where 1 means 'not at all' and 10 means 'very much so', please indicate how important READ ITEM would be to you January 14, 2016 Bruce Brand Project

27 The Attributes Means of Evaluating Importance and Credibility of Various Attributes Factor As described for importance rating As described for credibility rating Hunting / fishing Easy access to outdoor activities such as hunting, fishing and snowmobiling Outdoor enthusiasts who enjoy hunting, fishing and snowmobiling Outdoor sports Easy access to sports such as hiking, rock climbing, mountain biking, skiing or snowboarding People who enjoy sports such as hiking, rock climbing, mountain biking, skiing or snowboarding Nature Being close to nature Nature lovers Beaches Nearby beaches, boating and water sports Those who love beaches, boating and water sports Dining/ theatre Opportunities for fine dining, theatre and the like People who enjoy fine dining, theatre and the like Museums/ galleries Easy access to museums and galleries, and opportunities to learn about the history and culture of the place Those who like to visit museums and galleries, and learn about the history and culture of a place Green living Place where green or environmentally conscious living is easier Someone who is environmentally conscious and into green living Credibility question How suitable do you feel that Bruce County would be as a place to LIVE for each of the following groups. Please stick with our ten point scale, this time where 1 means ‘not at all suitable’ and 10 means ‘ extremely suitable’ Importance question I would like to start by learning what would be important to you if you were considering moving to a new community. Using a scale of 1 to 10, where 1 means 'not at all' and 10 means 'very much so', please indicate how important READ ITEM would be to you January 14, 2016 Bruce Brand Project

28 Evaluation of Bruce CountyOVERALL … Respondents were asked to evaluate the same set of factors in terms of what was important to them when selecting a place to live and what Bruce County had to offer … and there was something of a disconnect. Most core needs – specifically, access to health care, affordability, ease of getting around and work:life balance – received relatively low credibility scores for Bruce County, with ~40-45% giving the County low scores (<7/10). In contrast, the attributes with the highest level of credibility related primarily to nature and the recreational opportunities associated with it … and were relatively lowest in terms of importance when selecting a place to live. This is not to say that they were unimportant but, rather, to say that prospective residents would first need to be convinced that their core needs would be met. January 14, 2016 Bruce Brand Project

29 Perceived Importance of AttributesRespondents were asked how important various things would be to them, presuming that they were to move to a new community. The Tier One attributes – those of greatest importance – related to health and safety, affordability, ease of getting around and work:life balance. Tier Two factors tended to relate to the social environment, education and lifestyle … while access to pastimes and attractions occupied the relatively less important Tier Three. AVERAGE SCORE ON 10 IMPORTANCE 9.2 9.0 8.5 8.4 8.2 TIER ONE low scores high scores Base: All respondents – those who were unsure: n=505 at most January 14, 2016 Bruce Brand Project

30 Perceived Importance of AttributesAVERAGE SCORE ON 10 IMPORTANCE 7.9 7.8 7.7 7.6 7.5 7.4 7.0 6.9 6.5 6.2 5.5 TIER TWO TIER THREE low scores high scores Base: All respondents – those who were unsure: n=505 at most January 14, 2016 Bruce Brand Project

31 Perceived Credibility of AttributesThe attributes most strongly associated with Bruce County related to the natural environment and recreational opportunities that went along with it. Tier Two attributes related more to community, and encompassed the role of local/rural, being family oriented, safety and community feel … while core needs such as affordability, accessibility, health care and education tended to be relegated to Tier Three. In other words, a considerable proportion of respondents was not convinced that Bruce County would deliver on these needs. CREDIBILITY AVERAGE SCORE ON 10 8.9 8.8 8.7 8.5 8.2 TIER ONE low scores high scores high credibility (8.2) as a suitable place to live for people who are environmentally conscious; slightly lower score of 7.5 regarding whether environmentally conscious living is easier in Bruce County Base: All respondents – those who were unsure: n=505 at most January 14, 2016 Bruce Brand Project

32 Perceived Credibility of AttributesAVERAGE SCORE ON 10 CREDIBILITY 7.9 7.7 7.6 7.3 6.9 6.8 6.7 6.6 6.3 6.1 5.8 5.6 TIER TWO TIER THREE low scores high scores Base: Those with at least some familiarity with Bruce County (aware and familiarity score >1) – those who were unsure: n=370 at most January 14, 2016 Bruce Brand Project

33 Importance vs Credibility of Various AttributesHIGH IMPORTANCE LOW CREDIBILITY HIGH IMPORTANCE HIGH CREDIBILITY Safe Health care Healthy Affordable Accessibility Work:life balance Education Family oriented Community feel Lots to see & do Nature Green living Like minded people Scenery Shopping Local / rural Dining / theatre Museums / galleries Outdoor sports Beaches Hunting / fishing LOWER IMPORTANCE LOWER CREDIBILITY LOWER IMPORTANCE HIGH CREDIBILITY January 14, 2016 Bruce Brand Project

34 Importance vs. Credibility of Various AttributesAverage Scores for Importance and Credibility of Attributes Importance Credibility Total 18-34 35-54 55-64 Safe 9.2 9.1 7.7 6.7 7.9 7.7 Healthy 9.0 8.9 7.9 7.1 8.1 7.8 Health care 9.3 8.8 9.1 6.6 6.2 6.9 6.3 Affordable 8.5 8.6 6.8 6.1 6.9 7.0 Accessibility 8.4 8.3 8.2 8.8 Work:life balance 8.7 8.3 5.6 Family oriented 8.1 7.5 7.6 6.7 Education 5.5 6.5 Community feel 7.4 7.3 7.6 7.2 Nature Lots to see & do 8.0 Green living Scenery  7.8 8.7 Like minded people 6.2 7.1 Shopping 5.3 6.4 Local / rural 7.2 6.3 Dining / theatre 7.1 5.6 5.1 5.7 Beaches 5.9 Outdoor sports Museums / galleries 6.0 5.8 Hunting / fishing 5.5 4.7 IMPORTANCE TIER ONE IMPORTANCE TIER TWO IMPORTANCE TIER THREE higher value on health care, accessibility; lower on outdoor activities lower credibility with youngest age groups Base: Total: n=505; 18-34: n=66; 35-54: n=271; 55-64: n=168 January 14, 2016 Bruce Brand Project

35 Perceived Suitability of Bruce County as a Place to Live, Work and VacationJanuary 14, 2016 Bruce Brand Project

36 Perceived Suitability of Bruce County as a Place to Live, Work and VacationBruce County was endorsed relatively most strongly as a vacation destination, secondly as a place to live, and least enthusiastically as a place to work or have a business. Average scores (where 10 was highest) reflecting the perceived suitability of Bruce County as a place to live, work and vacation were: vacation…………………… 7.9 live……………………….… 7.3 work……………………….. 6.1 have a business …………. 5.8 Demographically, Bruce County was seen as relatively least suitable for young adults. Regionally, residents of Bruce County, followed by those in the near north and SW ON were relatively most positive, while those in the GTA followed by Eastern ON were least so. FOR: empty nesters / retirees 7.8 young families 7.2 families with teens & older 6.3 young adults / no families 6.3 January 14, 2016 Bruce Brand Project

37 Perceived Suitability of Bruce County as a Place to Live, Work and VacationAVERAGE SCORE ON 10 VACATION 7.9 7.2 6.1 5.8 7.3 7.4 6.3 7.8 WORK QD1: I am going to read a number of statements and I would like you to tell me the extent to which you feel each describes Bruce County. Please use our scale of 1 to 10, where 1 means 'not at all' and 10 means 'very much so'. LIVE suitable for: QD4: How suitable do you feel that Bruce County would be as a place to LIVE for each of the following groups. Please stick with our ten point scale, this time where 1 means 'not at all suitable' and 10 means 'extremely suitable". low scores high scores Base: Those with at least some familiarity with Bruce County (aware and familiarity score >1) – those who were unsure: n=370 at most; note that those who live in Bruce County were not asked about proximity for weekend trip (under ‘vacation’) January 14, 2016 Bruce Brand Project

38 Average Suitability Scores by Region of Residence and AgePerceived Suitability of Bruce County as a Place to Live, Work and Vacation Average Suitability Scores by Region of Residence and Age Total REGION AGE Bruce GTA SW ON Near North Eastern ON 18-34 35-54 55-64 VACATION appealing vacation destination 7.9 8.6 7.7 8.3 8.7 7.3 6.8 8.8 8.1 reasonable distance for weekend 7.2 NA 7.4 7.5 8.3 5.3 7.1 WORK good place to work 6.1 8.4 6.0 6.4 5.7 4.8 6.5 good place to have a business 5.8 7.2 5.9 5.0 6.1 LIVE place you would feel comfortable living 7.3 9.4 7.6 7.7 6.7 6.6 good place to retire 8.6 6.7 suitable for: young adults, no families 6.3 6.8 6.2 6.7 young families, kids pre-teen 7.4 7.0 families with teens & older 6.6 empty nesters / retirees 7.8 8.2 most positive least positive least positive Base: Those with at least some familiarity with Bruce County (aware and familiarity score >1) – those who were unsure: n=370 at most; note that those who live in Bruce County were not asked about proximity for weekend trip (under ‘vacation’) January 14, 2016 Bruce Brand Project

39 Perceived Strengths and ConcernsJanuary 14, 2016 Bruce Brand Project

40 Perceived Strengths and ConcernsKey strengths of Bruce County, unaided, tended to revolve around the natural environment: the scenic beauty and outdoor recreational opportunities. Community and the peacefulness of the rural setting also emerged as themes. Concerns, to the extent that they existed, related to geographic isolation, a perceived lack of access to health care and limited economic opportunities. January 14, 2016 Bruce Brand Project

41 Perceived Strengths STRENGTHS, UNAIDED January 14, 2016Those named by <3%: Green, open space / land, hunting / fishing, skiing / snowboarding / snowmobiling, affordable housing / low cost of living, history / tradition, diversity / something for everyone, quality of life, accessible, safe / secure, good for retirees, tourist attractions, water sports / boating, lots to do, camping, fresh air, waterfront / coastline, good for families, shopping / dining out, agriculture / local food, swimming / scuba diving, hills / rocks, trees / forest, sunsets, employment opportunities / work:life balance, caves, wildlife, affluent / well-off, hospitals/ health care system, home / family Base: Those with at least some familiarity with Bruce County (aware and familiarity score >1) – those who were unsure: n=370 at most QD5a: The purpose of our research today has been to help Bruce County understand what people think of the County and to learn whether they feel that it has any unique strengths. What do you think Bruce County has to offer that you cannot easily find in other parts of Ontario, and that might encourage people to live, work or vacation there? January 14, 2016 Bruce Brand Project

42 STRENGTHS, IN THE WORDS OF THE RESPONDENTSPerceived Strengths It is the beaches and the nature and that kind of stuff. You can get it at other places, but when I think of their parks you can't beat it. The peninsula specifically is very nice. The clean water aspect and the nature hikes that go along with that. And no congested traffic. It is a less stressful environment The sunsets, the nature ... I love both of the towns of Southampton and Port Elgin. We'll be retiring there soon. Biking, hunting, fishing, snowmobiling, big skies - there's so many things. Peace and quiet, nice people - very friendly and open, good sense of community. Quiet and serene - you can see the stars at night. Definitely it is the unique natural surroundings. Proximity to the water. Little more casual. Friendly. Great summer place. A variety of things to do, safe environment, ability to have a better grasp of work life balance, lots of things to see and do, cost of living, peace and quiet. It's for non metropolitan living … it’s a simple lifestyle but at the same time there is a lot of expensive cottages – therefore it is a affluent and seasonal … It is basic country living Good retirement area for people coming from the city … and good for pre-school kids/families. STRENGTHS, IN THE WORDS OF THE RESPONDENTS January 14, 2016 Bruce Brand Project

43 Perceived Concerns CONCERNS, UNAIDED January 14, 2016Those named by <3%: Lack of education opportunities, lack of shopping / dining choices, lack of entertainment (e.g. children / teens would get bored), lack of infrastructure – roads / bridges / parking, low income / high cost of living, can only support seasonal business, lack of accessibility for seniors, possible overdevelopment / overcrowded, vacation atmosphere, wind turbines are disruptive, pollution (general), reputation of locals / local politics, no family in area / no connection to area, lack of housing, drug-related crime, poor recycling program / awareness Base: Those with at least some familiarity with Bruce County (aware and familiarity score >1) – those who were unsure: n=370 at most QD5b: What, if any, concerns would you have about Bruce County as a place to vacation, live, work, retire, or have a business? January 14, 2016 Bruce Brand Project

44 CONCERNS, IN THE WORDS OF THE RESPONDENTSPerceived Concerns Need more doctors, need more jobs, and need more things for teens and kids to do. It might be tough for businesses. There isn't a huge population outside of tourist months. I don't think there is enough nice dining and I don’t think it would support professional career advancement. The population base is declining and demographic change is heavily towards the older generations. Lack of post secondary access and health care accessibility. Access to healthcare, hospitals and transportation as well as essential services. I would for sure never do anything else there, but vacation. It's too remote and limited access to other amenities other then nature. It doesn't have enough to do or places to go in terms of shopping and galleries. From what I know it doesn't seem like it has enough. Bruce County is basically vacation spot. If I was going to retire I wouldn't go there because during the winter it must be very cold and everything is closed during fall and winter I think for people who are looking to retire health care would be an issue. Access to schools and hospitals for the elderly. For young people, access to employment. Accessibility to a vehicle. The nuclear plant and wind turbines. CONCERNS, IN THE WORDS OF THE RESPONDENTS January 14, 2016 Bruce Brand Project

45 Reaction to Concept Statements Describing Bruce CountyThe Concept Statements Evaluation of the Concept Statements January 14, 2016 Bruce Brand Project

46 The Concept StatementsWhat we did At the conclusion of the survey, respondents were asked to evaluate three concept statements: firstly in terms of appeal (how appealing each was to them personally); secondly in terms of credibility (extent to which they felt the statement was true of Bruce County). ‘Simplify Life’ was extremely appealing; it drew high scores from ~85%, while the others received high scores from ~70%. ‘Close to Nature’ had the strongest credibility with high scores from ~80% … but the others followed closely. Close to Nature Living in an active outdoor oriented community with easy access to a unique and appealing blend of big water, small streams and world-class trails through a World Biosphere Reserve Simplify Life Living an active life in a place with a lower cost of living that allows you to simplify your life and reduce stress on yourself and your family Rural / Local Rural living that blends more space, country kitchens and a closer connection to agriculture with the convenience of close-knit communities, shopping and family-friendly services HIGHEST CREDIBILITY, JUST BARELY MOST APPEALING BY QUITE A MARGIN January 14, 2016 Bruce Brand Project

47 Evaluation of the Concept StatementsConcept Evaluation Appeal Credibility AVERAGE SCORE ON 10 AVERAGE SCORE ON 10 8.4 7.4 7.3 8.3 8.0 low scores high scores low scores high scores Base: For appeal: All respondents: n=505; for Appeal <.5% were unsure For credibility: those who were aware of Bruce County: n=447 QV1: I am going to read some statements that describe different lifestyles, and I would like you to tell me how much each appeals to you. Please continue to use a ten point scale, where 1 means 'not at all appealing' and 10 means 'extremely appealing'. QV2: I am going to read those same statements again, and this time I would like you to choose the number from one to ten - where 1 means 'not at all' and 10 means 'very much so' - that indicates the extent to which you feel that the statement is true of Bruce County. January 14, 2016 Bruce Brand Project

48 4 INPUT FROM COMMUNITY MEETINGSThemes from Community Discussions Personality of Bruce County Living in Bruce County Brainstorming the New Bruce Brand January 14, 2016 Bruce Brand Project

49 Themes from Community DiscussionsMAIN THEMES Bruce County is best known for its geography: the splendour of its natural landscapes. This is seen as a key driver for all who come there. There are many distinct differences across the County; this translates to a unique strength, particularly for tourism and, secondarily, for those living in the area ... but adds a layer of difficulty to creating a brand identity. There’s more energy – more activity and options - than in a purely agricultural rural area. Come here and you can have a different vacation every day! Diversity is a big attractor. Geographic variation: Beaches on one side, cliffs on the other, and farmland in between … from the cottages of Southampton to the rural interior to the recreational mecca that is the Peninsula. Wide range of experiences: varying ways to interact with nature including beaches; observing the natural environment (scenic beauty, naturalists); pursuits such as hunting, fishing, snowmobiling; sports such as hiking, climbing, skiing and so on Cultural variation: It’s a real melting pot. We have the Metis culture, Mennonites … farmers and professionals from Bruce Power … generational and seasonal residents. Economic differences: from affluent areas on the Huron shore to the struggles of the Central Bruce; from economic engines as diverse at Bruce Power as an employer to agriculture, small business and tourism. January 14, 2016 Bruce Brand Project

50 Themes from Community DiscussionsMAIN THEMES … continued Tourism was largely seen as a success story – to the point that the some attractions on the Peninsula, such as the Grotto, had been turning people away during peak periods. People are coming from all over the world, and tourism has been growing. Contributors to success were the natural resource and recreational opportunities, marketing efforts, easy access to major Ontario markets, and the fact that is it considered to be affordable. Challenges included extending the season and developing interest and opportunities in Central Bruce. Running a business in Bruce County was considered to be challenging, and the groups did not feel that there had been growth in this sector. The seasonality of the tourism industry coupled with the relatively limited permanent population made it difficult to succeed, and participants felt that it was difficult to obtain financing to start a new business. Moreover, poor internet services were seen as a significant barrier to working remotely from the Bruce. The community offered this advice to those attempting to start a business in the area. Find a niche, have a plan, and make connections. You have to fill a need that competitors are not addressing. It helps to be unique and, for tourism, it is all about experiences – rock climbing, night skies, local food …. 5. Bruce Power plays an important role in the County, creating economic stability as a significant employer. While many were very positive about nuclear as a progressive energy source, there was also awareness that the general public might regard it with apprehension. January 14, 2016 Bruce Brand Project

51 Themes from Community DiscussionsMAIN THEMES … continued 6. The groups agreed that living in Bruce County was not for everyone and felt that the type of person who would be happiest there would be someone who: enjoys nature and outdoor activity; prioritizes family; likes social interaction and wants to participate actively in a community; is satisfied with / hopes for a simpler life. The County was seen as particularly appealing as a place to raise a family, and to live once your family had left home. Although it had considerable appeal as a place for retirees to settle, barriers included access to specialized medical care, pressures on long term care, mobility, and the inhospitable winters. The County was said to be of relatively least appeal to young adults – both because of a dearth of jobs and because it was often not seen as fitting with the desired lifestyle for this age group. When you’re 18, you are dying to get out of here. And there is no university here anyway, so you have to leave it you want to do that. We are losing the new generation; there is nothing here for them. Nonetheless, young people were seen as the key target audience for recruitment of new residents – and those who had grown up in the area, or in another rural area, were seen as prime prospects. It’s a coming home thing. Once you have a family, you are drawn back – and you understand the benefits and appreciate the lifestyle. Attracting young people, and jobs for young people, is a number one issue for us. January 14, 2016 Bruce Brand Project

52 Personality of Bruce CountyDiverse natural environment Beautiful, picturesque Rugged, raw Inspiring Water Shoreline, lake Sunsets River runs through it Marine heritage Rural, agriculture Pastoral Local food, farmgate Resilient, strong, proud Environmentally friendly Green – literally and figuratively Clean water, swimmable Eat the fish Nuclear Community Friendly, welcoming, inviting Down home Warm, approachable Plaid shirt Outdoors Active, recreation Sports Bruce Trail, hiking Fishing Simplicity Quiet Laid back, casual Relaxing, fun Basic; unpolished, not commercialized Isolated Desolate / sleepy in winter The Peninsula is just unbelievable – take your breath away spectacular! January 14, 2016 Bruce Brand Project

53 Living in Bruce County ADVANTAGES OBSTACLES Limited job opportunitiesNATURAL ENVIRONMENT Beauty and access to outdoor activities Healthier lifestyle: proximity of activities, clean air and water COMMUNITY Known as an individual, supportive community Authentic friendliness and caring Safe: kids walk to school, play outdoors – live a real, not virtual life Opportunities to volunteer / contribute SIMPLICITY Less traffic, shorter commute, more personal time: easier to achieve better work:life balance Greater sense of freedom, spontaneity Slower pace, competitive for kids’ sports / careers: opportunity to excel and be recognized Quiet, peaceful Limited job opportunities Need to have a car, must travel for some activities No university, programs and activities offered by some schools are limited Some shopping and services limited, especially in off-season Not certain that new people would be made to feel at home from the outset January 14, 2016 Bruce Brand Project

54 Brainstorming the New Bruce BrandTHE CHALLENGE: The groups were asked to thing about ideas that could form the core of the new Bruce brand: concepts that were true, unique and potentially interesting / motivational for the target audiences – that is, visitors as well as existing and potential residents and business owners. The groups had the most difficulty with developing a concept that they felt was unique; most anchored their ideas in the natural environment and opportunities afforded by it. Some of their ideas are captured below. UNPLUG We’ve got a lot of nothing! Go to the city if you want to plug in. Come here if you want to unplug! WEEKEND ALL WEEK LONG a less competitive, less stressful, slower paced lifestyle less time spent commuting translates to more family time enjoy living with nature – the beauty and the access to recreational activities It can be the weekend all week long. You’re home from work in time to go out and do something, and the opportunities are steps from your door. You don’t have to wait until Saturday to have an adventure. GROUND YOURSELF Up here, there’s a feeling; it’s hard to describe but it grabs you. The ‘it’ factor. Earth, wind, water – back to the essential elements: calm your mind. Find yourself here. January 14, 2016 Bruce Brand Project

55 Brainstorming the New Bruce BrandBRAINSTORMING THE NEW BRUCE BRAND … IDEAS continued HAVE A REAL LIFE IN NATURE’S RETREAT living in a real world rather than an artificial one … a world that is true and authentic, with meaningful values: a place where family, community and nature are important, where you know and help one another be surrounded by a spectacular natural environment ranging from beaches to farmland to the rugged Peninsula – not by the artificial built environment of a city Ask people who live in the city, ‘Are you really living life?’ You’re in the traffic at 6:30; we are home with our families. DIVERSITY: COUNTRY LIVING PLUS living in the Country with all of those advantages … but not in a uniform rural environment with limited opportunities – rather, in a place with huge diversity: diversity of landscapes, diversity of cultures, and diversity of activities and opportunities You don’t have to give up everything to come and live in the country. We have the benefits of Country living, but parts of the County also have a thriving arts community, and you can do a surprising amount of your shopping locally. January 14, 2016 Bruce Brand Project

56 Brainstorming the New Bruce BrandBRAINSTORMING THE NEW BRUCE BRAND … IDEAS continued ENVIRONMENTALLY FORWARD: LEADER IN CLIMATE CHANGE We are inspired by where we live to do better, to value and preserve what is around us. living with nature inspires environmental stewardship, and lends credibility to leadership in green initiatives an area with trees, clean air and an abundance of clean water World Biosphere Reserve and National and Provincial Parks demonstrate protection of the natural environment and provide educational opportunities range of progressive energy sources: Bruce Power, wind and solar installations local food from farmgate progressive environmentally oriented agricultural projects Dark Skies initiative local environmental groups Nature Energy Agriculture January 14, 2016 Bruce Brand Project

57 Appendices Part 1: Review of Existing Reports and Studies List of Resources Utilized Part 2: Quantitative Survey of Ontario Residents Questionnaire Profile of Respondents Weighting of the Data Verbatim Responses to Open Ended Questions January 14, 2016 Bruce Brand Project

58 Part 1: Review of Existing Report and StudiesList Of Resources Utilized In Part 1 January 14, 2016 Bruce Brand Project

59 Part 2: Quantitative Survey of Ontario ResidentsProfile of Respondents Number of People in Home One 10% Two 26% Three-four 49% Five + 15% Total 100% Average 3.2 Household Composition A couple with no children at home 31% A couple with children at home A single parent with children at home 6% Other 14% Incidence of Children in the Home <5 years of age 16% 6-8 years 12% 9-12 years 13-17 years 19% Children of any age 55% Employment Status Employed Full-time 67% Employed Part-time 9% Total employed 76% Currently unemployed, unable to work or looking for work 7% Student 2% Homemaker 3% Retired Other 5% Total 100% Education High school or less 20% Some college or university 16% University undergraduate degree 42% University post-graduate degree 22% Household Pre-Tax Income for 2015 Under $25,000 10% $25-49,999 $50-74,999 19% $75-99,999 $100,000 or more 37% See next slide for age, gender and region January 14, 2016 Bruce Brand Project

60 Part 2: Quantitative Survey of Ontario ResidentsWeighting of the Data Sample (unweighted) Ontario Population* (weighted) # % Gender Male 249 48% 50% Female 256 52% Total 505 100% Age 25 – 34 66 13% 22% 35 – 54 271 54% 55 – 64 168 33% 24% Region Bruce County 77 15% 1% GTA 176 35% 45% SW ON 101 20% 27% Near North 51 10% 6% Eastern ON 100 21% * Source: 2011 Census Profiles – Stats Can January 14, 2016 Bruce Brand Project